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If I were DirCom

Published on 30/10/2014

It might seem cheeky for someone who works in the commercial department of a communications agency to write about the criteria they would follow to hire a public relations consultant (should they experience the process from the other side).

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“An image is worth a thousand words”. This well-known saying works for many aspects, digital strategies included. However, it seems that we don’t bear it in mind when writing a post or designing a webpage.

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Spain is going through one of the most significative, public health crisis of recent times after having the first ebola transmission case outside of Africa. Due to the easy-access to electronic devices and the growing availability of globally spread paper media, our current context is that of a hyper-informed and hyper-connected society. We can hence learn some lessons from the ebola transmission case in Spain:

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The arrival of the Internet in the nineties meant a whole revolution that created new professional profiles. Some years ago, a new job was added to the already existing Mobile Journalist – MoJo-, Data Delivery Editor or person in charge of the social media, better known as Community Manager. Now we also have the blogger.

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Communicating CSR: How and Why?

Published on 02/10/2014

One of the consequences of the complicated economic situation that we have endured during the past few years is that the vision that citizens have of enterprises has radically changed. What do we mean by that? Before, consumers used to look at the price of the product or service they were purchasing, as well as its quality and its main characteristics. All compared to those of the competence. Nowadays, consumers are increasingly vigilant about one more aspect: the relation between the company and its interest groups.

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“If you are not on the internet, you don’t exist”. In the past few years and for most of the companies, this has been the motto to follow. First it was webpage creation and later network profiles. Either way, the question remains: is it really effective for all companies, regardless of their sector, to be online?

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The importance of a good call

Published on 09/09/2014

The phone rings in the editorial office. Someone picks it up. It’s from a communication agency. The journalist shivers. Or grunts. Or sighs. He doesn’t have the time to chat. And he’s right. He hasn’t got the time, so we have under a minute to empathize with him and tell him something that will interest him. Easy? Impossible? Let’s try:

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Employees in a Social Media strategy

Employees’ use of social media has always been highly questioned by managers. In fact, today many companies restrict access to these platforms either through penalties or simply by prohibiting the access with a computer filter. In addition, if we ask about these procedures, the most widespread claim is that if access to these channels is restricted, workers’ productivity improves. 

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In the wonderful world of communication agencies, one of the daily challenges we face is generating messages about the brand that are sufficiently interesting, not only for the media but also for the target audience of our clients.

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Football is the sport that moves more money around the world. Although it is complicated to come up with a specific figure, a rough estimate calculates the impact of football to be about 20,000 million euros a year. A real money maker that leads us to believe that the stock-market entrance of the biggest football clubs in the world could be a safe business.

futbol-dolares-dinero

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Can a brand fund an important news programme, a means of communication? The answer is clear: of course.

logo-empresaactual

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The traditional conversation between a brand and its target requires, like any other relationship, new processes and pathways to get into focus. To facilitate this action, influencers are key assets when passing the message on, whether we speak of an individual or of an institution or organization.

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Are your employees happy?

Published on 10/07/2014

Employees are the strength of a company. Initiatives implemented from the Internal Communication Department and HR to make employees happy (and communicate it) are becoming more and more prominent. This is due to salary not being the most highly-regarded asset by employees today. By contrast, keeping the right balance between work and personal life gains importance in the values scale, as does feeling better in the workplace.

felicidad de los empleados

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Bombero_apagando_fuego_crisis_online

The word crisis can make any company shiver: from the just-hired trainee to the CEO himself. In fact, it is one of the most written about topics. But in 2014, crisis have ceased to have a classical context. Today, an online crisis is so (so) severe that it can make the reputation of any brand crumble.

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One of the resources available to brands for maximizing their impact on the end user is using a celebrity, someone who entirely shares the qualities of the brand. It should also be someone capable of spreading the values of the firm they are the face of and with whom the audience feels 100% identified. But beyond the choice of the celebrity, which is not the issue today, there is a bigger problem: making the most of the agreement between the familiar face and the brand.

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